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Supplement
| HBS Case Collection
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2009
(Revised from original 2008 version)
Citigroup: Re-Branding in 2007 (B)
by
Rohit Deshpandé and Carin-Isabel Knoop
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Abstract
Follow-up to "Citigroup: Re-Branding in 2007" (A), describing the development of a new brand identity for Citigroup.
Keywords: Brands and Branding;
Financial Services Industry;
Citation:
Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, April 2009. (Revised from original March 2008 version.)